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Apple’s senior vice president of worldwide product marketing, Phil Schiller, took the stand on Friday for the Apple vs. Samsung trial, describing the struggles the Cupertino California company faced when developing the iPad and iPhone and how shocked he was with Samsung’s decision to copy their products. When discussing the company’s products and its past, Schiller noted how revolutionary and iconic Apple’s line of mobile products has been, referring to the iPad, iPhone, and iPod. He mentioned that the iPod had “really changed everybody’s view of Apple both inside and outside the company.”

He moved on to discuss that when the company was working to develop a tablet, it realized that it could use much of the existing work to develop a revolutionary mobile phone instead. “At the time, cellphones weren’t any good as entertainment devices,” Schiller said. Apple’s attorneys used Schiller’s points to argue that Samsung “slavishly copied” Apple’s unique designs. Schiller responded to Apple attorney Harold McElhinny’s question of how others copying effects designs Apple created by stating that it “creates a huge problem in marketing on many levels. We market our product as the hero and how distinctive it is, how consistent we’ve kept it over time. Now when someone comes up with a product that copies that design and copies that marketing, then customers can get confused on whose product is whose. […] If you steal [the iPhone’s design] you’re stealing all the value we created.”

During the cross examination, Samsung lawyer Bill Price tried to establish that the move toward a virtual on-screen keyboard simply necessitated the adoption of the basic overall design of the iPhone, and various features of the iPhone were not unprecedented. The South Korean electronics maker introduced emails noting that the LG Prada phone had a large touchscreen by 2005 and Palm’s Treo smartphones had a library of third party apps reaching 10,000 titles. Additional efforts to designate the iPhone’s design as largely functional rather than aesthetic were made. Apple’s strongest case is its design patents, which are limited to ornamental features rather than purely embodiments of function. An example of this would be the Samsung attorney trying to establish that design elements such as rounded corners were actually functional because they made it easier to put in one’s pocket.

As if this wasn’t enough the Samsung attorney also asked about what Apple would be changing in the design of the iPhone 5, a question that was simply answered with, “I’d prefer not to tell confidential information about future products.” Schiller continued by stating that when he looked at Samsung's Continuum smartphone, he felt “Samsung has ripped off a number of our design elements and in doing that may be causing confusion.” He added that Apple’s iPhone was developed to incite a “lust factor.” The examining attorney asked if Samsung’s multiple buttons inspired the same “lust,” to which Schiller responded while Samsung may be trying to be beautiful, “I don’t think they are as beautiful as the iPhone.”

The tension between the two tech giants continues to grow exponentially with no result being clear. We’ll have to wait and be patient to see what comes of the Apple vs. Samsung trial as it is considered to be one of the most important patent cases in history.

I'm not so sure Apple wouldn't be able to survive without the iPhone...its line of computers are quite successful IMO. And the iPod.

Of course they would be able to survive. They got along just fine before the iPhone. But nowadays the iPhone accounts for 60%+ of their revenue. That is HUGE. No company is going to allow anything to touch the single item that is responsible for well over half of their income if they can help it. Apple would be nowhere near where they are now without the iPhone. iPod started their wave of success but the iPhone has made Apple what they are today.

As for their computers? They are nowhere near where they would like to be. If Apple became just a computer company they would be downsizing daily rather than expanding. In the grand scheme of things, their computers are little more than an afterthought.

The US Patent Office may also be a player in this game - granting broad, all-encompassing patents to an American company ... thereby providing a big stick with which to beat the Oriental competition.
Easy to understand after 50 years of industrial decline in the West, fuelled in no small part by blatant Oriental design plagiarism and reverse-engineering of products that cost millions to develop in the West.

Secondly, it's a charger. Wow. Apple didn't even come up with the 30 pin connector either. Have any of you bought a device because of the charger?

What I would like to see come out of this is a real change in patent (primarily software) law. I can't blame Apple for taking advantage of a broken system. However, they are starting to get out of hand. If they were really trying to protect their IP they wouldn't just be going this hard after Samsung. They'd be suing the hell out of Google directly, they'd be more aggressive against HTC, LG, and Motorola. They are going after Samsung purely to eliminate or hinder them as competition.

I think you're missing the point about the charger. Look at the bigger picture, not just at the charger itself.

Apple went after HTC for a while as well as Motorola. Apple isn't targeting just Samsung, not that that's a good thing either but that's not the point.

The US Patent Office may also be a player in this game - granting broad, all-encompassing patents to an American company ... thereby providing a big stick with which to beat the Oriental competition.
Easy to understand after 50 years of industrial decline in the West, fuelled in no small part by blatant Oriental design plagiarism and reverse-engineering of products that cost millions to develop in the West.

Considering none of Apples manufacturing takes place on US soil, how would that help the industrial decline? Patents or no patents, manufacturing wont move back to the US.
Granting broad patents will do nothing to help anyone in the US, except maybe Tim Cooks bank account and those of the patent officers. If Apple was successful in banning all these "infringers of road patents" then you'll have a monopolistic industry which would do nothing but cost thousands if not millions of jobs in the US.

+1. Like I said earlier, it's not about the general shape of the device, else Apple would be suing EVERY manufacture. But Samsung simply went overboard and copy pasta Apple's products down to the boxes and chargers. If it were some gradual changes over the years then fine. But it's not. Samsung made crap phones that no one cared about before the iPhone. Then all of a sudden, they come up with all these great ideas? Don't think so.

You can actually see the gradual improvements of Apple's products leading to the iPhone. The unique designs of Macs and Macbooks. The scroll wheels on iPods. The way the menus transitions on the iPods. The simplify of less buttons on the iPods over the years. You can see how Apple applied these into the first iPhone.

I will be boycotting Samsung products and have my friends do so as well. My TV is from Samsung and it's 4 only years old. My next one will be a Panasonic. The Samsung TV is crap. It has "hot spots" after just 2 years. It even had a capacitor problem that was so common, when I googled "samsung lcd won't turn on", the first result is what fixed my problem! Replaced a few capacitors and that saved me hundreds of dollars on needing to get a new TV. And this happened barely a few months after the warranty expired!

not only tv, computers too. samxxx knows how to sell, look. that is why they keep copying the look/appearance of apple product. the slimdown of the shape of macbook air, samxxx slimbooks just copied/modified that shape. Samxxx could have a id design that could be evenly thick. but they just copied/modified air's shape. why?

I am a master architect that designs amazing buildings. They are not only functional, but works of art. Once this is designed, I contract out a company to actually build the thing for me. The contractor has a worker who is an up and coming architect. He comes along once it is built, uses those blueprints to make basically the same thing with some minor tweaks, and calls it his own.

Not a bad analogy, but it only works if said master architect's developed their design all on their own. The problem is, Apple did not develop their design all on their own, they ideas from all around to craft their final result, so going by your terms, Apple is no different that that up and coming architect; they used many existing ideas to create their design.

Have had a good read of all the comments
But apple have nothing to worry about...samsuck will never beat the iPhone...brought a samsuck s2 just to see the difference...there's a lot of things they've tried to copy from apple...the samsuck stayed with me for 1 week...hate the plastic effect,don't like android,the camera sticks too far out,also the massive size of the phone is crap,why don't you just make a tablet that you can hold upto your ear...
Apple has always been my favourite phone,
Apple...win
Samsuck...you suck

Have had a good read of all the comments
But apple have nothing to worry about...samsuck will never beat the iPhone...brought a samsuck s2 just to see the difference...there's a lot of things they've tried to copy from apple...the samsuck stayed with me for 1 week...hate the plastic effect,don't like android,the camera sticks too far out,also the massive size of the phone is crap,why don't you just make a tablet that you can hold upto your ear...
Apple has always been my favourite phone,
Apple...win
Samsuck...you suck

Careful, you'll be slapped with "why are you here if you don't absolutely blindly love, and would die for, Apple?"

These forums are for those who believe Apple can do no wrong.
I'd rather be a scientologist than the way some people here act.
This coming from someone with an iPhone, iPad, MacBook Pro, iMac, iPod in his house.

Have had a good read of all the comments
But apple have nothing to worry about...samsuck will never beat the iPhone...brought a samsuck s2 just to see the difference...there's a lot of things they've tried to copy from apple...the samsuck stayed with me for 1 week...hate the plastic effect,don't like android,the camera sticks too far out,also the massive size of the phone is crap,why don't you just make a tablet that you can hold upto your ear...
Apple has always been my favourite phone,
Apple...win
Samsuck...you suck

I can recall a time when message boards were used for rational discussions and the exchange of ideas, not mindless <insert negatively munged brand name> retorts which add absolutely nothing other than noise to the discussion. In fact, littlelisa63, even though you seem to have testified your own experience, your childish demeanor makes it exceedingly difficult to place any faith in what you say.

Have had a good read of all the comments
But apple have nothing to worry about...samsuck will never beat the iPhone...brought a samsuck s2 just to see the difference...there's a lot of things they've tried to copy from apple...the samsuck stayed with me for 1 week...hate the plastic effect,don't like android,the camera sticks too far out,also the massive size of the phone is crap,why don't you just make a tablet that you can hold upto your ear...
Apple has always been my favourite phone,
Apple...win
Samsuck...you suck

Plz tell me your not born in 1963?! Cuz if u are and ur still saying "samsuck" then grow up and make us a sandwich

Ermm...don't think so somehow...just that the iPhone is better than the samsuck...my opinion...my choice
If you don't like what is said about apple and how good there products are get a crap phone

Originally Posted by alanjf

I can recall a time when message boards were used for rational discussions and the exchange of ideas, not mindless <insert negatively munged brand name> retorts which add absolutely nothing other than noise to the discussion. In fact, littlelisa63, even though you seem to have testified your own experience, your childish demeanor makes it exceedingly difficult to place any faith in what you say.

Everyone has there own choice and mine was to stick with apple
I like the yo which is much better than android,I like the apps you get the themes...I've compared this to the samsuck and apple won on all cases...so it's my choice which phone I shall have
They are certain things that annoy me with apple...Bluetooth has to be the main one...but someone will always try to achieve an app or whatever for it
But it's a shame everything has to go to court to sort things out...but hey if someone was trying to copy something I had made I'd want to sue there ***

Originally Posted by Airwaves182

Plz tell me your not born in 1963?! Cuz if u are and ur still saying "samsuck" then grow up and make us a sandwich

No I wasn't
I was just having my say...so ain't I allowed
And in fact was going to say sam*uck
It's humour can't you handle humour

a phone is a phone... There were phones that were touch screen before the iphone, in fact there were many. Apple was not the first to make a phone that had few physical buttons and focused on the touch screen interface. As far as ui, there are icons that do stuff when you push them... like every other interface on the market... they can't patent the button (or surely they would have). They made a functional device. It has set a new standard, credit must be given but it is as samsung has stated you can't own the black rectangle. There are quite a few palms, and nokia's as well as the neonode n1 (the real 1st phone with "swipe to unlock" btw) that had a similar design before the iphone. Bottomline is all phones will always basically look alike because they are phones. Apple can't win this lawsuit because it's stupid and they really don't have a logical leg to stand on IMHO. If they are really being violated in someway by other companies making touch focused products then who in turn are they violating when they make laptops... I mean they didn't invent those right, and their's have all the same features and then some (like the s3 vs the 4s) when compared to their rivals. They even use the same processors now!!! OMG SCANDAL!!! Ya know what last time I checked all cans of soda looked the same too, it was what was in the packaging that mattered.

Im not one to write in these forums because it always ends up in monkeys throwing their Feces. My friend have you heard of the PowerBook line? How about the Macintosh portable? Google it. I mean they even had pre-iPad development with one from the mid to late 80s that never saw the light of day. There are many other examples hell Palm ripped off apple as they had the first PDA with the messagepad and Newton from the early to mi-late 90s. They were here before the others came. Things have been converging but form factors can still vary in the slightest to give a different definition an alternate tangible feel. But its just easier to copy.

Ermm...don't think so somehow...just that the iPhone is better than the samsuck...my opinion...my choice
If you don't like what is said about apple and how good there products are get a crap phone

No, you were not simply stating your opinion. You said "But apple have nothing to worry about...samsuck will never beat the iPhone...". With no basis for why Samsung will never be as popular as the iPhone, one can only assume your just talking about your personal preference for the iPhone.

Apple is no saint they have done the same thing to Microsoft. You think the mac was the first computer and that they didn't copy dos or windows. Did they invent the laptop or desktop NO. Apple sued the SH*t out of Microsoft for not letting IBM computers run apple products and now that they are on top they are doing the same to all others.

Trust me, people around here don't realize what in fact is the truth, as Steve Jobs said in his own book. Apple didn't create the desktop, they stole the idea from IBM. Steve Jobs admits in his book the iPod wasn't the first product of it's kind, they just figured out a way to make it appealing and mass produced. People seem to forget how Apple got here, or maybe they are just misinformed.

Trust me, people around here don't realize what in fact is the truth, as Steve Jobs said in his own book. Apple didn't create the desktop, they stole the idea from IBM. Steve Jobs admits in his book the iPod wasn't the first product of it's kind, they just figured out a way to make it appealing and mass produced. People seem to forget how Apple got here, or maybe they are just misinformed.

Or maybe they just don't care man. If they like something then they will justify why. Apple has been stealing others ideas for years but as soon as someone else borrows an idea from apple it's unheard of and they should be burned. I for one do like apple products I have a lot of apple stuff. But don't mean I'm blind to their ways. I mean honestly I thank Microsoft for bailing apple out back in the 90s. Do y'all think apple would bail out Microsoft now? No. But who cares right?

Careful, you'll be slapped with "why are you here if you don't absolutely blindly love, and would die for, Apple?"

These forums are for those who believe Apple can do no wrong.
I'd rather be a scientologist than the way some people here act.
This coming from someone with an iPhone, iPad, MacBook Pro, iMac, iPod in his house.

I too have many idevices but you're pretty much dead on.
Haha Apple fanboys, lmao.

Whey even allow top executives testify, they are prejudice to "their cause".
If they can remove testimony about how Apple modeled iPhone after Sony design standards, which directly relate to the lawsuit at hand, why do they allow this witless I mean witness whining on things that is not directly related to the case?
Sure any company can copy products of another in the future, since not everything Apple made is copied by Samsung this testimony is based on speculation and not fact so should be removed from the records.

Wrong. There was competition before the iPhone came along between Motorola, Nokia, Sony Ericsson and Samsung. Apple came along with iPhone and blew EVERY phone out of the water, it was new, it was fast, it was beautiful and it worked unlike the cr*p released from the 4 manufacturers.
Where as other manufacturers like HTC and Sony are now trying to compete with Apple without copying, Samsuck is blatantly copying Apple's design as much as they can, iPod, iPad and iPhone.
Galaxy S3 is a ugly piece of cr*p but as soon as Samsuck saw Siri, they just "had to" copy it and call it S Voice, granted it's using Vlingo but Samsuck ripped of Siri's design and UI, this is what Apple is getting at, Samsuck are ripping of Apple's design's so the average customer will go for the cheaper lookalike.

Galaxy S design was a rip of the iPhone/3G/3GS and came along with TouchWiz UI which basically ripped of the iOS "square" icons which later Samsuck removed in a TW update. It copied Apple's design packaging of pulling the box of from the top and phone sitting on top. Galaxy S3 is fugly but S Voice UI is copied of Siri's UI, where as Google actually designed a different UI for Jelly Bean voice assistant, Samsuck just copied Siri's UI.

A Samsuck phone being superior to iPhone's? Don't make me laugh. Samsuck copied other manufacturers in other departments as well but are focusing on copying Apple in the mobile department as it's bringing in revenue for Apple and Samsuck want a share of the pie. I've boycotted Samsuck products and refuse to let my family by a Samsuck branded product.

Are you serious? People been using voice software way before Apple. Stop being biased dude.